🍃 How to talk about sustainability when no one believes you

One of my favourite questions from our live Impact Tomorrow Q&A came from someone who asked:

“How do we address stakeholders who only see sustainability as greenwashing?”

It’s a brilliant question because let’s be honest, we’ve all met that person who rolls their eyes when the topic comes up.

My answer?

Connect sustainability to what they already care about.

It’s not about preaching, it’s about translating.

Here’s what that looks like in practice:

1. Leadership: Connect and frame sustainability as solving core business problems.

2. Technical teams: Turn it into a technical challenge, something to engineer.

3. HR: Focus on meaning, purpose, and the pride that comes from progress.

4. Sales: Show how it adds value for customers.

5. Marketing: Keep them on the right side of greenwashing by staying authentic.

When each stakeholder sees sustainability through their own lens, it stops feeling  unnecessary and starts feeling like strategy. Like a different tool to reach what THEY care about - and in a way that makes sense and feels good.

And once people see that it’s not about compromise but competitive advantage, the conversation changes completely.

👉 If you’d like help getting your team, or your stakeholders, to see sustainability this way, let’s talk.

I work with leaders to make sustainability make sense for their business, so it drives growth, not resistance.

Just reply with ‘HELP’ and I’ll share how we can get started.

Best,
Jasper